Date post: | 06-May-2015 |
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Saran Mahasupap Course: Integra2on Marke2ng Communica2on University of California, Berkeley (Extension)
Background
• San Francisco original Since 1989 • Founded by Rob HoneycuJ • Messenger bag rugged enough for bicycle messengers • Stylish to appeal young, hip • Local go Global: in 2002 outsourcing manufacturers, aim to global market • Revenue: $1 M • Manufacture bases: SF, China and South East Asia
Customer Group
Customer Group
• Gender: male and female • Age: 20 ++ • Educa2on: College ++ • Urbanites • Bicycle enthusiasts • Hipster • Young Professional • Prac2cal daily commuters
Aggrega2on Approach
What people need for a bag?
Think about
Design your own bag !!
Fit to individual need and u2lity
Local Celebra2on !!
Naming products from local venues
• Dalva: from Dalva on 16th Street
• Hemlock from the Hemlock Tavern on Polk Street
• Dolores Chiller : Dolores Park
Program Objec2ve
• Retain and Maintain current customers • Retain and grow sales from current customers
• Get new customers
Making brand as lifestyle
Customer campaign and Incen2ve
• 5,000 BAGS RECYCLED
• 1,100 Homeless youth & young adults supported
• 50 Young cyclists mentored
• 12 San Francisco non-‐profits engaged
Tagging along with Trend
Tagging along with trend
Tagging along with trend Eco-‐Friendly, Yoga and Bicycle trend
0
50
100
150
200
250
% in 2000
% in 2009
% increase
The growth of Spin City (Northwest)
City % in 2000 % in 2009 % increase
Portland 1.8 5.8 222
SeaJle 1.9 3 58
Anchorage 0.5 0.7 40
San Francisco 2 3 50
Oakland 1.2 2.5 108
Source : hJp://www.theatlan2cci2es.com/commute/2011/09/substan2al-‐increases-‐bike-‐ridership-‐across-‐na2on/161/
Best City for Bicycle In November, 2001, Bicycling Magazine, rated the best ci2es for
bicycling in North America.
• Best Overall City: Portland, Oregon • Ci2es with a popula2on between 200,000 and 500,000: 1. Denver 2. Madison 3. Tucson • Ci2es with a popula2on between 500,000 and 1 million:
1. SeaJle 2. Aus2n 3. San Francisco • Ci2es with a popula2on of 1 million or more:
1. Montreal 2. Chicago 3. San Diego
• Honorable men2ons: Philadelphia, Vancouver, Toronto, Minneapolis
Source: www.bikeleague.org
Channels and Contact point
Retail shop
Social Media
• Blog • Facebook • YouTube • Instagram
• Online shop
Content / Message
Brand Message
• Build Performance • Differen2ate from other compe2tors • Strongly get involved in trend • Play with lifestyle and urban culture
Tool: website, social media, corporate events with partners
Content/ Message
Brand Incen2ve Increase sale /usage
Tools: website, contest in social media
Measurement Measurement: Three Cs • Customer contribu2on : Increase of sale
• Customer commitment: brand loyalty
• Customer champion: Ac2vi2es hold and par2cipa2on of customer, Increase of brand recogni2on
Challenges: Timbuk2: Metaphor of your lifestyle !!
• How to expand the customer group? / strengthening loyalty of customers
Crea2ng new products which appeal to customers in different demography but maintaining the uniqueness authen2city of brand
Challenges: Commu2ng your lifestyle with Timbuk2
• Crea2ve marke2ng communica2ons is in need.
• Public art and transporta2on art is the key to use for brand communica2on
• Crea2ng new spaces for dissemina2ng brand in different market
How to get more recognized in domes2c and interna2onal market?